Advertising Research and Measuring Effectiveness
Advertising
Faculty of Communication
First Cycle (Bachelor's Degree)
| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Advertising Research and Measuring Effectiveness | REK406 | Compulsory | Bachelor's degree | 4 | Spring | 5 |
Name of Lecturer(s)
Associate Prof. Dr. Fatih KOÇ
Learning Outcomes of the Course Unit
1) Identify advertising effectiveness pretest methods.
2) Identify advertising effectiveness posttest methods.
3) Gain knowledge about advertising sales effectiveness and communication effectiveness
4) Utilize advertising effectiveness research techniques in real life settings.
Program Competencies-Learning Outcomes Relation
| Program Competencies | ||||||||||
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | ||
| Learning Outcomes | ||||||||||
| 1 | High | High | High | High | High | High | High | High | High | |
| 2 | High | High | Middle | High | High | High | High | High | High | |
| 3 | High | High | Middle | High | High | Middle | High | High | High | |
| 4 | High | High | High | High | High | High | High | High | High | |
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
None
Course Contents
Students will learn commonly-used advertising research methods including survey research, focus groups and content analysis. Topics of pretesting, audience measurement and posttesting will also be covered.
Recommended or Required Reading
Planned Learning Activities and Teaching Methods
Assessment Methods and Criteria
Contribution of Midterm Examination to Course Grade |
40% |
|---|---|
Contribution of Final Examination to Course Grade |
60% |
Total |
100% |
Language of Instruction
Turkish
Work Placement(s)
Not Required